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Situation

Rock and roll enthusiasts, Harvey Hoffenberg and musician Steven Van Zandt were interested in promoting rock and roll and giving upcoming musicians commercial exposure.   Rolling Rock Beer was interested in using music as a means of engaging their consumer target and when Harvey and Steven approached Rolling Rock with a tour sponsorship proposal the Rolling Rock and Roll Show was born.

Challenge

On a limited budget, create a music experience that goes beyond the normal short-lived promotion, allows for grass roots implementation from Rolling Rocks’ local sales teams, and builds momentum with consumers over time.

Solution

Create a Revolution to save Rock and Roll, a small venue R&R tour featuring classic R&R artists and giving new, up and coming musicians an opportunity for consumer exposure.   Additional sponsors / partners were brought in to support the cause and their customer’s passion for the music.






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  • Rolling Rock poster done by Brand Slam
    Rolling Rock buswrap done by Brand Slam

    Results

    ATT blue room, AT&T’s live entertainment and celebrity online venue, signed on to be the exclusive online provider of the RRR Show experience.  The show sold out all of its venues.  Budweiser, Rolling Rock’s parent company, and AT&T signed on as sponsors.


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